A common challenge I see many B2B SaaS companies struggle with is this:
The “problems” we think we address in marketing and sales are far from the actual problem.
There are 100s of examples
- ‘You’re not in control.’
- ‘You’re not efficient enough.’
- ‘You haven’t got enough insights’
- ‘You’re too busy with administrative tasks’
- ‘You don’t have access to real-time data.’
- ‘You’re not able to be pro-active.’
- And so on….
The actual problem here is that we’re touching the surface.
We’re possibly hitting the cause of a problem – but not the problem itself
The real problem only reveals when you dig deeper: The outcomes that a company/person will miss due to this.
Increased cost levels or unnecessary waste
A significant drop in profitability
Fines for non-compliance
An increased loss of business or missed sales targets
It’s all about making it super specific – or concrete.
The benefit of doing this is plentiful:
- We’ll instantly hit the right nerve with our essential buyer
- We’ll build trust because we ‘get them.’
- We’ll close more business – at higher deal-values.
One trick I have used for years to prevent staying vague is this: Start with the simple words “The inability to … [then name the obligation towards/ expectation from the business that needs to be met].
As you will see, the first examples will not fit no matter how hard you try.
Question – what vendors inspire you who get this like no one else?